[Re: Marks and Spencer sorry for Christmas ad showing burning hats 'in colours of Palestine', Nov 2] Even the most astute marketing professionals couldn't have foreseen the reaction to Marks & Spencer's Christmas ad. It was a terribly unfortunate coincidence followed by a statement that failed to convince outraged consumers. Upon its release, Katharine Birbalsingh, Britain's self-styled 'strictest headmistress' penned an open letter saying the ad undermines traditional values by suggesting people should have the Christmas they want this year.

We'll have to see whether there are any impacts on sales, but with over 36,000 comments on the M&S Instagram apology post and many thousands continuing to condemn the retailer on subsequent posts, it's hard to see how this episode won't be a little damaging for the brand.

The sentiment M&S was going for - relatability and acceptance that Christmas can be full of obligation - is something people want to see. According to polling by Sitecore, only 14 per cent want adverts to portray an 'ideal' Christmas.

Away from the perma-outrage of social media, it's possible the advert will do well over the season. It probably touched a nerve because the past three years have been financially difficult and politically tumultuous. People might be looking to brands to simply offer them a little hope and enjoyment.

(c) 2023 City A.M., source Newspaper